{"id":188695,"date":"2016-03-24T21:03:55","date_gmt":"2016-03-24T21:03:55","guid":{"rendered":"http:\/\/oyeintelligence.com\/?p=188248"},"modified":"2016-03-24T21:03:55","modified_gmt":"2016-03-24T21:03:55","slug":"latino-financial-services-report","status":"publish","type":"post","link":"https:\/\/merge.thenativa.com\/wp\/blog\/latino-financial-services-report\/","title":{"rendered":"Latino Financial Services Report &#8211; Life Insurance"},"content":{"rendered":"<p><script type=\"text\/javascript\">\/\/ <![CDATA[\n!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=\/^http:\/.test(d.location)?'http':'http';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+':\/\/static1.twitcount.com\/js\/twitcount.js';fjs.parentNode.insertBefore(js,fjs);}}(document, 'script', 'twitcount_plugins');\n\/\/ ]]><\/script>One of the industries that OYE! has spent considerable time measuring in recent years has been financial services, and specifically life insurance. Latino financial services life insurance conversations\u00a0have\u00a0consistently shown strong\u00a0volume, and a tendency for these postings to be\u00a0led by brands and their individual agents looking to engage Hispanics.<\/p>\n<h3><a href=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial-2.0-e1458855330258.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-188448 size-full\" src=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial-2.0-e1458855330258.png\" alt=\"latino financial services posts online by brand, new york life 29%\" width=\"400\" height=\"166\" \/><\/a>Post Volume By Brand<\/h3>\n<p>The top 5 brands in the financial services life insurance industry which included well-known brands seen at right, delivered over 75% of the share of voice among Hispanics. None of these\u00a0brands that appear in the top five achieved this without having dedicated campaigns directed at Hispanics like for example, during Hispanic Heritage Month.<\/p>\n<p>Deeply analyzing each of the top five brands, the OYE! team found that New York Life had a consistent year long engagement strategy for the Hispanic market. State Farm dedicates social media channels such as Facebook and Twitter to engage US Hispanics in Spanish. \u00a0AllState also dedicates social media channels to US Hispanics, but generates greater organic engagement on Twitter. MetLife benefits from strong brand awareness through advertising that appeals to Hispanics without having a specific social channel dedicated for this demographic.\u00a0When it came to Farmers, OYE! found that they use specific campaigns on Facebook to deliver engagement among Hispanics at certain key times throughout the year.<\/p>\n<h3><a href=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-188372\" src=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial1.png\" alt=\"financial services social media posts by hispanics by language, english 82%\" width=\"400\" height=\"185\" \/><\/a>Language Use and Gender<\/h3>\n<p>A shocker for many marketers that think that reaching Hispanics means creating Spanish-language content is that 82% of Hispanic content was in English. It was noted that\u00a0Hispanics tend to use Spanish more frequently when\u00a0they generate content themselves as opposed to responding to content published by brands or that posted the original content\u00a0in English. \u00a0It is known that the majority of online Hispanics are bilingual (62% via <a href=\"http:\/\/www.pewresearch.org\/fact-tank\/2015\/03\/24\/a-majority-of-english-speaking-hispanics-in-the-u-s-are-bilingual\/\" target=\"_blank\">Pew Research Study<\/a>) but very few use Spanglish in their own posts (4% in this study). As noted above, State Farm and AllState are\u00a0the only two brands with dedicated in-language media strategy.<\/p>\n<p>Analyzing the chart to the right one can see\u00a0from 18 &#8211; 34, Hispanic females tend to engage with the financial industry more often on social media. For the age range of\u00a035-44, males are\u00a0more interested and involved in those\u00a0conversations.<\/p>\n<p><a href=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188373\" src=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial-2.png\" alt=\"financial industry hispanic demographics by age,\" width=\"400\" height=\"212\" \/><\/a><\/p>\n<h3><\/h3>\n<h3><\/h3>\n<p>&nbsp;<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-188375\" src=\"http:\/\/oyeintelligence.com\/wp-content\/uploads\/2016\/03\/financial-61-e1458680943680.png\" alt=\"latino financial marketing\" width=\"401\" height=\"249\" \/>Latino Financial Marketing Topics<\/h3>\n<p>Campaigns targeted to the Hispanic audience such as Allstate&#8217;s <em>Purple Purse<\/em> and State Farm&#8217;s <em>Ritmo De Cambio<\/em>\u00a0delivered strong volumes of conversation with an even greater share of positive sentiment than the average\u00a0post. Most of the negative sentiment found about life insurance centered on consumers who questioned the message sent to them as well as news articles related to the lawsuits and company policies viewed as unfriendly to foreign-born Hispanics.<\/p>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<p>&nbsp;<\/p>\n<h3>Methodology<\/h3>\n<p>This analysis covers over 10,000 U.S. Hispanic verified conversations gathered from Twitter, Facebook, YouTube and the web at large.<\/p>\n<h3>Full Report<\/h3>\n<p>Download the full Latino Financial Marketing Industry Report\u00a0to get instant access to OYE! Hispanic consumer insights.<br \/>\n<p class=\"wpcf7-contact-form-not-found\"><strong>Error:<\/strong> Contact form not found.<\/p>\n<h3>ABOUT OYE!<\/h3>\n<div>OYE! is a business intelligence tool serving well known clients including Big Lots, Kroger, got2b, Square, Schwarzkopf, and White Castle that provides organizations with unique insights into Hispanic conversations online, regardless of the language they speak.<\/div>\n<div><\/div>\n<div>This tool effectively tracks, segments, and monitors real-time online conversations so our clients can make educated business decisions and develop culturally relevant communications with the fastest growing ethnic group in the U.S. OYE! provides an affordable business intelligence solution for brands, government agencies, political parties, nonprofit and educational organizations, PR agencies, and any other entity interested in communicating with Hispanics.<\/div>\n<p>Want to learn more about how OYE! produces these Hispanic insights? \u00a0Complete the form above\u00a0or send an email to info (@) oyeintelligence.com and we will contact you promptly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the industries that OYE! has spent considerable time measuring in recent years has been financial services, and specifically life insurance. Latino financial services life insurance conversations\u00a0have\u00a0consistently shown strong\u00a0volume, and a tendency for these&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1013],"tags":[488,1288,1289,278,484],"class_list":{"0":"post-188695","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-short-studies","7":"tag-allstate","8":"tag-farmers","9":"tag-metlife","10":"tag-new-york-life","11":"tag-state-farm"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>OYE Latino Financial Marketing 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